“Brevity is the soul of wit. But not in so many words.”

There are two sides to Comms: One where big words induce calculated sentiment, to impact on feelings and steer behaviour. The other where the lot is synthesised into a single easy-to-grasp message. My shtick is the latter. Succinct is key. People don’t have time anymore. Be clear, make it brief, don’t waffle.

(*same principle applies to IT. Why write “does not perform to design” when you mean “defect”.)

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